Contentmarketing
Your content should always match what you want to say and the audience you want to reach. That’s why it’s so important to use the right channels and the right content.
Taste is just taste.
You can compare content marketing to music. Almost all of us love it, but everyone likes something different and experiences it in their own way. That’s why the same song can trigger completely different reactions in different people. Content works the same way. Hit the right note to reach your audience the right way and drive more conversions on your website.
The right content strategy: Who, What, Why
There’s no point in starting with content marketing if you’re not clear on what you want to say yet, especially because there’s so much possible. That’s why you need to ask yourself a few questions: what do you want to achieve, who are you as a company, and who is your customer. Once that’s clear, we bring in the right instruments to make music for you. If you’re not sure who your target audience is, we first create a target audience analysis and buyer persona.
See-Think-Do-Care
As always in marketing, the See-Think-Do-Care model plays a big role. People in the See phase need different content than those who are already actively considering in the Think phase. That’s why we make sure our content matches every stage of the customer journey, because the more relevant and targeted, the better.
We create a content plan. It includes all the content we’re going to produce, based on relevant content pillars (topics) and the channels where it will be shared.
Text, visuals, and audio
First of all, content marketing is about creating text (in other words, copy), but in practice there’s a lot more to it. By using visuals and audio, you strengthen your story and stand out more. Consumers are critical and have little patience. Plus, dry copy can easily scare visitors off, reading shouldn’t feel like work.
A good copywriter makes sure the text is easy and enjoyable to read, but depending on the channel, you can support that text with images and videos. That’s why designers play an important role in making the content really stand out. On top of that, video (especially on social media) is becoming an increasingly important way to communicate your message online.
SEO-content
An online copywriter almost always has to take SEO (Search Engine Optimization) into account. For strong organic results and attracting relevant new visitors to your website, you need to rank high in the search results. Our SEO experts run an SEO analysis of your website and do keyword research, which our copywriters use to write relevant content.
Storytelling
Storytelling is a useful way to sell your brand and/or products indirectly. You grab your readers’ attention and then you don’t let go. It shows you’re more than just a simple seller. You build thought leadership with expert, engaging content about your field, or you go deeper into what makes you unique in a competitive market.
There’s more room for personal content that isn’t directly focused on promoting a product or service, but mainly on creating a more engaged customer base and strengthening your brand identity. Great channels for that are blogs or whitepapers. The results aren’t clearly visible right away, but storytelling pays off even more in the long run.
Social media content
With millions of users, social media is becoming more and more important, for businesses too. So it’s smart to include Facebook, Instagram, LinkedIn, or Pinterest in your content marketing. We create posts with focused copy and attractive, informative videos and visuals to reach the right people there as well.
On top of that, social media is ideal for customer loyalty and strengthening your brand. Because people already follow you, they’re more open to what you have to say. So there’s more room here for content about who you are and for interaction with your customers. When you strike the right tone, they’ll feel more connected to your business and will be more likely to stay loyal when it comes to buying.
Email marketing
Email marketing is an ideal channel to send relevant content directly to (potential) customers. People can of course sign up for newsletters, but thanks to email automation there are many more targeted options. For example, visitors can be encouraged to come back after leaving the site, and one-time customers can be nudged into repeat purchases with attractive offers. With specific copy, you drive more conversions and keep a strong connection with your audience.
Lucy Rabbers
Social Marketeer
“CONTENT IS ESSENTIAL. TEXT AND VISUAL SUPPORT THAT FIT TOGETHER PERFECTLY CREATE THE MOST EFFECTIVE CONTENT AND ARE THE MOST FUN TO MAKE.”
Our specialists
Want effective content for your website too?
Peter and Jasper can’t wait to get started for you! Get in touch with us today and start the conversation with us.
